If you ever find yourself scrolling on LinkedIn looking for valuable industry insight, try reciting, “Eeny, meeny, miny, moe, is there an expert here to let me know?” It may not summon thought leaders, but it’s fun to say until one shows up.
To speed up that process, LinkedIn’s new collaborative articles feature allows experts to groupthink on skills-specific content pieces by adding their perspective to AI-generated articles. In less than three weeks, more than 30,000 articles on topics from account management to sales to operations have already been published on the platform.
You can find these knowledgeable works of smarts by searching for skill-related keywords and selecting the applicable skills page, which features the collaborative articles in its Posts section. Users also see them in their feeds and notifications when someone in their network makes a contribution or when a new article is posted to a skills page they follow.
The social networking site invites contributors to participate based on their skills, experience, and engagement on the platform. LinkedIn says that to be considered, users can engage by liking or reacting to articles relevant to their listed skills. The platform also plans to add a new way for users to express their interest in becoming a contributor soon.
So if you’re searching for new ways to build your executive team’s thought leadership, collaborative articles are worth a closer look. They also offer the opportunity to connect with and learn from fellow experts in your industry.
TL;DR: LinkedIn’s collaborative articles give brands a new vehicle for thought leadership. Explore its potential for increased exposure and learning opportunities.
App Alert
Yet another Twitter copycat is here to rival the original. Two former employees of the bird app have launched T2, which looks like a pared-down version of its predecessor (no DMs, Spaces, or news — just the main feed).
To compete with Twitter, the app is launching a Get the Checkmark feature, which allows users who were verified through the legacy process on Twitter to be fast-tracked for verification on T2. Currently in private beta testing, the platform has a waitlist.
How it Works:
If you’re a long-term Twitter user, T2 will feel familiar. The competitor has essentially replicated the pre-Musk version of the popular social media app.
Why We Care:
T2 is the latest in a steady wave of Twitter rivals to emerge since Musk’s takeover. While it’s yet to be seen which ones may stick, it’s worth keeping an eye on T2 and its potential value for your brand.
App Alert
When life gives you lemons (and an intense debate), take a sip of Lemon8.
ByteDance (the parent company of TikTok) has introduced a new app in the U.S. that’s a cross between Instagram and Pinterest. Young creators are using it to share lifestyle videos and images focused on fashion, makeup, food, and travel. Lemon8 was launched in 2020 and initially gained popularity in Asia. Now, it’s climbing the app store charts in the U.S. as the fate of TikTok hangs in the balance.
How it Works:
The photo- and video-sharing app features a Pinterest-esque dual feed where users can save, react, comment, and share content. Influencers invited to create paid content for the app received guidelines to include three to seven photos and 100-300 word captions per post, indicating Lemon8 may be pushing longer-form content.
Why We Care:
As the future of TikTok in the U.S. remains uncertain, Lemon8 may be a viable alternative. If it does in fact pick up the torch of the successful video app, not only could Lemon8 be the next big thing in social, but it might strengthen the trend toward longer-form content.
WHAT LIT US UP
Musical Pairs
As its moniker implies, Amsterdam-based WeTransfer is mostly known as a file-sharing service. But with its “Think It. Make It. Move It.” campaign the tech company hopes to inform the world it can also move to the beat of music distribution.
The campaign promotes WeTransfer’s distribution of “Volcano,” the upcoming album from electronic duo Jungle. It doesn’t drop until August 11, but WeTransfer’s building excitement by allowing fans to download free, exclusive, album-related content for a limited time, including wallpapers for desktop and mobile and social media profile images. They also threw in a throwback favorite — a ringtone featuring the album’s lead single, “Candle Flame.” The content drops will continue as more tracks are released, culminating with an experiential activation in July. To amplify the hype, fans can share the assets on social with #WeTransferDrops.
In the era of streaming, creators are constantly looking for new and unique ways to get their work in front of fans. Rather than simply telling musicians it offers a distribution platform, WeTransfer shows its capabilities through the story of one customer (in this case a musical duo).
If your brand wants to highlight a new product or service or simply wants to get the word out about lesser-known capabilities, showcasing one client’s success is an effective way to bring your offerings to life.
TL;DR: Tech company WeTransfer shows off the diversity of its services with a customer-focused campaign. Lean on customer stories to demonstrate your brand’s abilities.
